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Robot

headlinecnen
If Not For Yourself, At Least For The Others.
basics
Industry: Retail & Distribution
Media:TV & Cinema
Published:Sep. 23, 2001
Market:France
Language:English
Style: Minimalism
descriptioncnen
The product shots illustrate the variety of IKEA products, colours and design.
A new brand tag-line sums up the campaign: "If you don"t do it for yourself, at least do it for others". Both a reminder of how important is to improve one's living space, for all of those living in it, and a way of saying how easy it is with IKEA, to make life better.
Context
IKEA is a brand apart. IKEA has been doing things differently for 20 years in France.
IKEA could have celebrated its birthday like any other distributor, instead IKEA is being true to itself. IKEA is making a radical change to its communication.
Philosophy/Solution
The change of tone and use of humour in the campaign intends to move along the brand image and renew contact with a younger audience. A target barely out of their prams when IKEA arrived in France, who grew up in IKEA-equipped homes, and who is inclined to think IKEA is for their parents. The new campaign communicates a single message: "Tidy up". A key market problem, at the heart of IKEA's business: a manufacturer with rational solutions for people with small budgets and for young people with small spaces.
The style is sober, minimalist, as one would expect from a manufacturer who has made its name in "democratic design".
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Advertiser's Supervisor:
Planner:
Production Company:
Producer:
Director:
Music:
Other credit:Concept: Sylvain Thirache, Aude Mee
awards
YoungGuns Advertising 2002
Gold
TV Campaigns 30 Seconds
The Cresta Awards 2002
Winner
Multi-Media Campaigns
EPICA (Europe's Premier Creative Awards) 2001
Winner (Gold)
Homes, Furnishings & Appliances
Meribel Ad Festival - Central Europe Cristal Awards 2001
Grand Cristal
Meribel Ad Festival - Central Europe Cristal Awards 2001
Cristal
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